5.1 The consumer motivation process
Abraham Maslow maintained that the lower, physiological and safety needs dominate human behaviour and must be satisfied before the higher, socially acquired needs become meaningful
The highest need, self-actualization, is the culmination of fulfilling all the lower needs and reaching to discover the true self
Acceptance converts satisfaction of the need into a goal, which creates the dedication to reach a particular result
Maslow's Hierarchy of Needs is a widely recognized theoretical tool used to explain consumer motivation based on different levels of human needs.
Physiological Needs: These are the most basic needs, such as air, water, food, sleep, and clothing. They are the primary drivers of consumer behavior.
Safety Needs: These include personal safety, health, and property. Once physiological needs are met, individuals seek stability and safety in their lives.
Love and Belonging: This level focuses on relationships, friendships, family, and the sense of connection with a community. Consumer behavior at this stage often relates to products with a social or bonding aspect.
Esteem Needs: These involve self-respect, reputation, status, and social recognition. Products fulfilling this level are often premium or personalized.
Self-Actualization Needs: The highest level of the hierarchy, where individuals aim to develop themselves and achieve their fullest potential. Products or services targeting this level often help customers explore personal values or create uniqueness.
Analysis of Each Hierarchy of Needs through Lifebuoy’s Campaign “Vi mot Viet Nam khoe manh hon”
Physiological Needs: Lifebuoy addresses the basic need for personal hygiene through products like antibacterial soap and hand sanitizer, helping prevent diseases. The free medical check-up program for over 30,000 people across the country provides access to essential healthcare services. Additionally, Lifebuoy has installed handwashing stations and conducted handwashing tutorials for children in disadvantaged areas, raising community awareness about hygiene.
Safety Needs: After fulfilling basic hygiene needs, Lifebuoy fosters a sense of safety through campaigns like "10 Trieu ban tay sach" and the installation of public handwashing stations. These activities create a safer environment, especially amid the pandemic. Lifebuoy also provides knowledge and products to prevent diseases for families and schools.
Love and Belonging: Lifebuoy uses brand ambassadors such as Đông Nhi and Jun Phạm to spread messages of love and solidarity. The "Vi mot Viet Nam khoe manh hon" music video encourages families, children, and communities to wash their hands properly, helping strengthen social bonds.
Esteem Needs: Lifebuoy gives consumers the opportunity to feel valued and recognized when participating in hygiene campaigns. They are honored in community activities, building self-esteem and a sense of being acknowledged.
Self-Actualization: Lifebuoy encourages consumers to become "health ambassadors" by spreading messages and sharing inspiring stories. For example, participating in the TikTok Dance Challenge with the hashtag #VimotVietNamkhoemanhhon allows them to express their personal values and contribute to a healthier community.
5.2: The Cognitive Response Model
In low-involvement situations, it is more effective to design advertisements that focus on raising awareness and shaping brand attitudes through exceptional appeal and credibility.
On the other hand, in high-involvement situations, advertisements should emphasize providing compelling reasons that highlight the brand’s superiority.
This model explains how consumers react to advertisements based on their level of involvement with a product or brand.
Low-involvement situations: Consumers invest less time in research and make quick purchase decisions based on habits or convenience. For example, everyday products like soap and shampoo.
High-involvement situations: Consumers invest significant time and effort to thoroughly research a product before making a purchase. The purchase decision is highly deliberative, often involving high value or long-term impact on the consumer. For example, products like cars or phones.
Therefore, advertisements should be designed according to the level of involvement.
For advertisements in Low-Involvement Situations:
Main goal: To create awareness and build a positive attitude toward the brand.
Advertisements need to be simple, memorable, emotionally appealing, and trustworthy.
Rather than providing too much information, the advertisement aims to make the customer like the brand through elements like beautiful images, appealing music, or a concise and persuasive message.
Example:
The "Safety 4 All" campaign by Lifebuoy aims to spread the message that love and acceptance, in any form, should be safe. Focused on LGBTQ+ acceptance, it emphasizes that the journey to self-acceptance and being accepted by others takes time and patience.
The campaign highlights the importance of safe spaces and supports societal change through emotional storytelling. This year, Lifebuoy launched a short story titled
"Acceptance," reinforcing their commitment to both social and health awareness.
=> The "Safety 4All" campaign achieved great success with its fourth season. Within just a week of launching, the campaign garnered impressive numbers: 31K likes, 1.3K comments, and 2.6K shares on Lifebuoy's official fanpage. Additionally, the campaign won numerous awards across various categories at the MMA Smarties X.
Recently, Lifebuoy's "Tet Vo Ve" campaign builds an emotional connection through its Tet exhibition and music video. The exhibition takes visitors on an emotional journey, with lighting, sound, and visuals enhancing the experience. The campaign's message,
"Having family and health means Tet is perfect," highlights the importance of family and well-being, resonating deeply with audiences and encouraging social media sharing.
For advertisements in High-Involvement Situations:
Main goal: To persuade customers with clear reasons why the product is superior.
Advertisements will provide logical, specific, and convincing information, helping customers feel they are making the right decision.
Example:
Toyota launched the “It’s a vibe” campaign, highlighting the new 2025 hybrid powertrain system, which is fuel-efficient and features a sporty exterior style.
Toyota will use detailed video advertisements to explain how the Hybrid technology works, along with technical specifications and the new features of the product.